The Loop

Chorion operations director Robert Cohen is keen to point out that although in conceptual terms The Loop is similar to Tiger Tiger, comprising eating, drinking and dancing facilities for over-25s, each Chorion venue is designed individually. ‘We believe each operation needs to have a bit of variety, with innovations brought in and improvements made,’ he says.

Targeting the over-25s market means both the design and music in the venues are fairly conservative. ‘We believe the vast majority of over-25s want comfort from music rather than cutting edge. In terms of design, no elements are overly dark or mysterious, the furniture offers a lot of comfort and there are areas dedicated to lounging around. We want an environment that’s fun and good quality, but doesn’t ask them to be ultra-fashionable,’ says Cohen.

While Chorion came up with the original idea for The Loop and a detailed brief, Debbie Kemmis-Cole at Tibbatts Associates in Birmingham designed the interior. She says the fire and safety considerations that arise when working with a basement space made the project challenging.

The contemporary feel of the ground floor is partly inspired by All Bar One and uses lots of rosewood panelling, with plain emulsion walls, marble flooring and granite bar tops. The basement includes a Moroccan themed bar with a tented ceiling, striped columns and arched ceiling alcoves as well as a colonially themed Thirties style bar. The basement also features a minimalist, monochrome restaurant with fake monasterial arches and tiled flooring.

The atmosphere in the sub-basement nightclub has been softened with strategic lighting as well as vibrantly coloured seating booths, which make the club a comfortable space for early evening drinking as well as dancing later on. Because the venue targets over-25s, the emphasis throughout the venue is on quality.

Tibbatts created most of the venue’s signage, while London consultancy Dancing Bee designed the logo.